The Flagship Wars in the Manila-Cebu Route

In the first 15 years after World War II there was not much of what was later called “the flagship wars”. How can there be flagship wars when it was an ex-”FS” ship battling another ex-”FS” ship? The ex-“FS” ship were just small World War II surplus ships from the US Navy that were slow and lumbering just like the freighters. And with the basicness of the ex-”FS” ships, there was really no “luxury” to talk about when there was no airconditioning, no real amenities, no entertainment (unless one brings out a guitar and croons), no true lounges or even enough space to walk about. There were bigger ships like the Type C1-M-AV1 which were also war surplus ships from the US Navy but they were also basic ships and also lack speed (both the two mentioned types only sail at about 11 knots which was also the sailing speed of the general cargo ships). As general rule, cargo ships converted for passenger use do not produce luxury liners. If ever, it would be the former refrigerated cargo ships that can be made into luxury liners or else the best is to buy former luxury liners from Europe.

The Manila-Cebu route was and is still the premier shipping route in the Philippines. This route connects the primary metropolis and manufacturing center to the secondary metropolis and manufacturing center of the country. Hence, the movement of people and goods would be highest in this route. If there is a next premier route it would be the Manila-Iloilo route. The Manila-Cebu route is also the gateway to the routes to Northern Mindanao while the Manila-Iloilo route is the gateway to the routes to Western Mindanao and Southern Mindanao.

The early postwar liners calling on Cebu did not have an exclusive route to Cebu much like the prewar liners. From Cebu they will still go to Northern Mindanao ports or even sail to Southern Mindanao ports via Zamboanga. It was not unusual then for liners to have five ports of call in a voyage. That was why complete voyages then to Cebu and Northern Mindanao took one week and complete voyages to Cebu and Southern Mindanao took two weeks. In the latter a liner might have seven ports of call. As they say, “the better to pack ’em in.”

When luxury liners first came they funnily have the code “airconditioned” (airconditioning was rare then). And the word “luxury” also began to be bandied about. In terms of speed they were significantly better than the basic ex-”FS” ships and ex-”C1-M-AV1” ships. Some of the earliest local liners were the trio from Everett Steamship being sailed by Philippine Steamship and Navigation Company (PSNC), the Elcano, Legaspi and Cagayan de Oro which all came in 1955, the Luzon (1959) and Visayas (1963) of Compania Maritima which were doing dual local and foreign routes, the General Roxas (1960) and General del Pilar (1961) of General Shipping Corp., the President Quezon (1960) of Philippine President Lines (which became the Quezon of Philippine Pioneer Lines in 1963 and later the Pioneer Iloilo of the same company in 1965), the Governor B. Lopez (1961) of Southern Lines Inc., the Fatima of Escano Lines (1964).

If one will notice, there is no mention here of a ship of Go Thong & Co. or William Lines and definitely there is no error in the list. In that roost, the President Quezon ruled in speed department at 18 knots and the next fastest to her sailed at only 16 knots with the tailender at 12 knots which was just about the same as the ex-”FS” ships and the ex-”C1-M-AV1” ships. That was the picture of the luxury ship sector of the Philippines two decades after World War II.

In that era, there was no “flagship wars” as understood a decade later. Maybe if the better ships were all doing long routes it will be a wonder where and how they will compete. This is especially true for the luxury liners sailing to Cebu and then proceeding to many southern ports up to Davao. I noticed the tight “flagship wars” started only when there were already true fast cruisers and when the route was exclusively limited to Manila-Cebu.

It was Sweet Faith of Sweet Lines, a newcomer in liner shipping which started the true “flagship wars” in 1970. They were able to acquire that ship which was a luxury liner even in Europe and she was really fast. When she came she became the new postwar benchmark in speed at 20 knots and beating handsomely all the other contenders by at least 2 knots. Maybe she only did the Manila-Cebu route because she had to stress the capture of passengers because she can’t take in a significant amount of cargo. And with her accommodations all-airconditioned that was really more fit for the Manila-Cebu route which not only had more sector passengers and the better-off passengers were also there including the Cebu and Central Visayas rich who were afraid to take planes then. With such a kind of ship Sweet Lines really had to stress in ads her speed, her amenities and her brand of passenger service to capture more passengers.

She was very successful in that strategy and her repute spread far and wide and she earned many praises. It was really a paradigm change in how to do sailing and maybe that was a little too much for the older shipping companies to swallow the noise and swagger of the newcomer. William Lines had a brand-new ship, the Misamis Occidental in the same year she was fielded but she was clearly outmatched by the Sweet Faith because maybe when they finalized the design of the ship they did not see Sweet Faith coming to upset the chart.

The biggest shipping company then, the Compania Maritima, which had the resources to compete did not react and continued their stress on the route passing through Cebu before sailing for Western and Southern Mindanao up to Davao. That was also the response (or lack of response) and strategy of the Philippine Steamship and Navigation Co. which would be later known as Aboitiz Shipping Corp. and besides their luxury trio were already 15 years and outmatched and so maybe they thought they really have no option at all except to not really compete. Meanwhile, Escano Line’s priority was not really Cebu at all, its ships cannot really compete as they did not stress speed when they ordered their brand-new ships. Go Thong & Co. might have been too busy in their European expansion through Universal Shipping and maybe they thought getting all the copra in all the ports possible made more sense (they had lots of small ships for that purpose). General Shipping Corp. and Southern Lines Inc. were also gone and Galaxy Lines, the successor to the Philippine Pioneer Lines was also near to floundering already. Negros Navigation Company, meanwhile, was not competing in the Cebu route and it is in the Manila-Iloilo route where they were flexing the muscles of their brand-new liners.

For two years until 1972 Sweet Faith ruled the Manila-Cebu route. It will be up to a shipping company which long relied solely on ex-”FS” ships (until 1966) to challenge Sweet Faith with their upcoming newbuilding which will turn out to be the liner Cebu City. A sister ship of the liner Don Juan, the flagship of Negros Navigation Company, she was fitted with bigger engines. Since Don Juan can only do 19 knots maybe they decided on bigger engines to be able to compete with the 20 knots of Sweet Faith. Cebu City came in 1972 that began the battle royale of the two flagships whose intensity passed the two ships to shipping folklore long after both ships were gone (only the millennials would not have heard of their battles).

In 1973, the liner Sweet Home of Sweet Lines arrived to form a “tag team” to battle Cebu City. She was not as fast as the two at 18 knots but she was bigger and as luxurious as the Sweet Faith because she was already a luxury ship in Europe when she was still the known as the Caralis.

In 1975, Sulpicio Lines joined the Manila-Cebu “flagship wars” when they acquired the second Don Sulpicio from RKK in Japan. Unlike their previous ships this liner had no cargo ship origins. A fast cruiser at 18 knots and with accommodations much like the Cebu City she was also a legit contender. In this wars it is not only speed that was advertised but also punctuality of departures. That is aside from the food, the amenities and the passenger service.

In 1976, the newly-arrived Dona Ana also joined this fray. She was a sister ship of Don Sulpicio but faster at 19 knots and newer. However, she was a Manila-Cebu-Davao ship and she only competed in the Manila-Cebu leg as a “tag team” too with the second Don Sulpicio. Dona Ana also started a new paradigm on her own, the fast cruiser to Davao which she can do in only three days compared to nearly a week of the others. The flagship of Compania Maritima, the liner Filipinas was forced to respond by cutting ports of call and announcing they will sail the Davao route in only 4 days. In a sense this was also a “flagship war”. Later, the Dona Ana became a replacement flagship in the Manila-Cebu route when Don Sulpicio was hit by a bad fire in 1979 and her repairs took two years. By that time, it was another new fast cruiser of Sulpicio Lines, the Don Enrique (later the Davao Princess) that was battling the flagship Filipinas of Compania Maritima in the Davao route along with the liner Manila City of William Lines [there will be a future article on these Manila-Davao fast cruiser battles].

Sweet Faith and Sweet Home lasted just less than a decade in the Manila-Cebu “flagship wars” because they were already old ships when they first came here. Sweet Home quit earlier about 1978 and Sweet Faith quit in 1980. However, even before she quit, the new flagship of William Lines, the Dona Virginia has already arrived. She will be linked in an epic battle not with a flagship of Sweet Lines but with a flagship of Sulpicio Lines. This liner is the Philippine Princess which came in 1981. Dona Virginia had the upperhand as she was faster, bigger and more beautiful-looking and she ruled the Manila-Cebu route. Both were exclusively Manila-Cebu ferries and like those that came in the 1970s they had no cargo ship origins. In this decade Compania Maritima was no longer in the running as they no longer had new ship acquisitions and in fact they quit when the financial and political crises spawned by the Ninoy Aquino assassination broke out.

After an interregnum of two years without a dedicated Manila-Cebu liner, Sweet Lines brought out their new challenger, the luxurious Sweet RORO but she was smaller and her speed was slightly inferior to the flagships of William Lines and Sulpicio Lines. However, she was as luxurious if not more so and she trumpeted an all-airconditioned accommodations and she was a true RORO which was the new type and paradigm that was gaining already. Meanwhile, Aboitiz Shipping Corp. gave up all semblance of a fight and just concentrated in container shipping. The Carlos A. Gothong Lines and Lorenzo Shipping Corp. also withdrew from the Cebu route for practical purposes. Escano Lines were also not buying ships like Aboitiz Shipping and also were not contenders. Negros Navigation Company, like before was not competing in the Manila-Cebu route.

Suddenly, in 1988, Sulpicio Lines did what was equivalent to exploding a grenade in the competition. They were able to acquire the Filipina Princess which broke all local records in size and speed. It was far bigger and far faster than the Dona Virginia of William Lines and was a true RORO. Even though William Lines was able to acquire the RORO liner Sugbu in 1990, she was not a bigger or a faster ship than the Dona Virginia she was replacing as flagship. To rub salt on wound, in the same year Sulpicio Lines also acquired the Cotabato Princess and the Nasipit Princess which were also bigger than the Dona Virginia (and Sugbu) though not as fast. So for few years, in terms of size, Sulpicio Lines possessed the No. 1, 2 and 3 position in terms of ship size.

As to the others, in 1987, Sweet Lines was able to acquire the Sweet Baby but she was not as big as the William Lines and Sulpicio flagships nor can she match them really in speed. Soon, Escano Lines would be quitting liner shipping. There was really a big “consolidation” in the liner shipping industry, a euphemism to cover the fact that a lot of liner shipping companies sank in that horrendous decade for shipping that was the 1980’s. Again, Negros Navigation Company was not competing in the Manila-Cebu route.

With this “consolidation” it just became a mano-a-mano between Sulpicio Lines and William Lines in the Manila-Cebu route with the others reduced more or less to bystanders….

[There is a sequel to this describing the “flagship wars” of the 1990’s.]

The Southern Lines Inc.

Southern Lines Incorporated is one is the earliest shipping companies that was able to sail right after World War II. It was not a pre-war shipping company so it was not a recipient of replacement ships from the US. But as a Lopez-dominated company it was loaded in money, political connections and gravitas just like the other prominent Ilonggo shipping company, the De la Rama Steamship Company. Southern Lines Inc. was established in 1946, the first to be established in Iloilo City after the war. The founders of Southern Lines Inc. were not only prominent people in business and agriculture in Iloilo and Negros Oriental provinces but many were also founders of the pre-war Negros Navigation Company.

Southern Lines Inc. started with six ex-”F” ships and six ex-PT boats sourced from the US Navy. These were the vessels already here in the Philippines when the war ended and the US was simply loath to bring them back to the US as they no longer had use for them and so they just sold them cheap here. And the Lopezes simply were one the richest then in Iloilo especially their Chairman of the Board, Vicente Lopez Sr.

In 1947, Southern Lines Inc. was able to acquire two ex-”FS” from the Philippine Shipping Administration which was then in charge of selling the former US Navy ships that were passed to the Philippine government as aid and which were meant to augment our shipping fleet. These became the ferries Governor Wright and the Governor Smith. The first was assigned to the Manila-Butuan route and the latter was assigned to the Manila-Iloilo-Pulupandan route.

The ex-”F” ships was then assigned to the Visayas-Mindanao routes of the company. The company then had routes to Cebu, Zamboanga and Cotabato from Iloilo. They also had a Cebu-Zamboanga route and a Zamboanga-Cotabato route. The ex-”F” ships which were smaller than the ex-”FS” ships at 30.2 meters by 6.4 meters were actually better suited to regional routes.

In 1947, Southern Lines Inc. sold the Governor Wright to the French Government in Vietnam and bought another ex-”FS” ship which became the Governor Gilbert. This was no longer assigned to the Butuan route and instead she was assigned to the Manila-Iloilo-Pulupandan route. From hereon, aside from the regional routes, Southern Lines just concentrated on the Manila-Iloilo-Pulupandan (or Bacolod) route.

In 1948, Southern Lines Inc. acquired another ex-”FS” ship which became the second Governor Wright. However, this was sold to Philippine Steamship and Navigation Company (PSNC) in 1952 and in its place Southern Lines Inc. bought the Kilkenzie which was a former frigate of the Royal Navy that was converted into a cargo ship after the war. She was then converted in a passenger-cargo ship and she became the third Governor Wright of the company. This ship was actually built in the US and became part of the Lend-Lease program to the United Kingdom. In size this ship was almost the same in size as the ex-”FS” ships but she was a lot faster at 16 knots compared to the 12 knots maximum of the ex-”FS” ships.

The aforementioned ships became the fleet of Southern Lines Inc. The only further ship she acquired was the Don Julio which came from Ledesma Shipping Lines. The Don Julio was another ex-”FS” ship but re-engined. In liner routes, Southern Lines was heavily dependent on the former “FS” ships.

Southern Lines just had one purpose-built luxury liner, the Governor B. Lopez, a brand-new ship built by National Steel and Shipbuilding Company (NASSCO), a government-owned shipyard in Mariveles, Bataan. The ship was commissioned in 1961 and she was also the biggest ship ever of the company. The order of this ship was financed by a loan from the government-owned Development Bank of the Philippines (DBP).

To round out the fleet. Among the ex-”F” ships of the company were the Governor Forbes, Governor Wood, Governor Roosevelt, Governor Stimson and Governor Murphy. Some of their other ships were Governor Hayden and Governor Taft. This is not a complete list, however. They styled their ships as M/S, the abbreviation for Motor Ship. They did not use M/V or Motor Vessel.

Until their end in the mid-1960’s, Southern Lines Inc. basically sailed only to the Iloilo and Bacolod/Pulupandan. At times they made an Estancia call, too. They did not really branch out anywhere else except they had Visayas-Mindanao regional routes.

Southern Lines Inc. and De la Rama Steamship were the first shipping companies that held on routes to the premier cities of Western Visayas. They were followed by Ledesma Shipping Lines but this was a smaller company. When De la Rama Steamship later concentrated on foreign routes Southern Lines Inc. became the biggest liner company based in Western Visayas. There was no Negros Navigation Company liner routes yet and they were only doing Iloilo-Negros routes. Negros Navigation Company became a liner company when Ledesma Shipping Lines merged with them.

Maybe Southern Lines Inc. stymied the growth of Negros Navigation Company/Ledesma Shipping Lines or they had an agreement not to compete. It seems the latter only grew as a liner company when Southern Lines decided to quit shipping in the mid-1960’s. They forthwith then sold their ships to different shipping companies.

The Governor B. Lopez went to Carlos A. Go Thong & Co. in 1966 where she became the first Dona Ana. The Don Julio was sold to Philippine Pioneer Lines in 1966 too where she became the Pioneer Leyte. The third Governor Wright went to Sweet Lines Inc. in 1967 where she became the Sweet Sail. Meanwhile, Governor Taft and the Governor Murphy were transferred to Visayan Transportation Company. This might have been the successor to their regional operations.

That was the rather short career of Southern Lines Inc. which lasted only two decades. After her demise, Negros Navigation started growing fast. Like Southern Lines Inc., Negros Navigation Company only sailed the Iloilo and Bacolod routes for a long time.

Like in a relay race, it is as if the baton was passed.

[Photo Credit and Research Support: Gorio Belen]

[Database Support: Jun Marquez/Mike Baylon/PSSS]